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Identifying Your Core Value Proposition

Do you know what your business’s core value proposition is? If you don’t, you are not alone. Many small business owners can’t identify their company’s core value proposition—and that’s a serious problem.

Simply put, a core value proposition is the value that customers get from doing business with you.

Your core value proposition is not your product or service. It’s the overall essence that makes your business stand out from the competition. It is not necessarily about monetary value (although it may be). Rather, it’s the key benefit that keeps customers coming back to your business again and again.

Canon U.S.A., Inc., is a leading provider of consumer, business-to-business, and industrial digital imaging solutions. With approximately $36 billion in global revenue, its parent company, Canon Inc., is one of Fortune Magazine's World’s Most Admired Companies in 2014. Canon U.S.A. is committed to the highest level of customer satisfaction and loyalty, providing 100 percent U.S.-based consumer service and support for all of the products it distributes. Learn more at usa.canon.com.

Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.